Egocentric Categorization: Self as a Reference Category in Product Judgment and Consumer Choice
Be it a shiny sports car or a luxury watch, consumers are predisposed to approach appealing objects. However, rules of modern society restrict consumers from touching or taking objects based on a mere desire to do so. Instead, consumers must have a legal connection to an object---ownership---in orde...
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| Language: | English |
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2013
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| Online Access: | https://doi.org/10.7916/D8P275B4 |